Virgin Hotels, the luxury lifestyle hospitality brand of the Virgin Group, and Virgin Limited Edition, the private global collection of retreats, hotels and exclusive islands owned by Sir Richard Branson, will come together under the new parent brand named Virgin Hotels Collection.
The two luxury hospitality brands will also be joined under the Virgin Hotels Collection brand by Virgin Residences and collectively they have a significant growth strategy to add more city locations, resorts and residences, according to the company.
James Bermingham, current CEO of Virgin Hotels, will become CEO for the new Virgin Hotels Collection brand on April 1 as Jon Brown, CEO of Virgin Limited Edition, will step down at the end of March after more than 24 years leading the brand.
Bermingham joined Virgin Hotels back in 2021 after more than two decades at Montage International building its luxury and luxury lifestyle brands. He will now be responsible for driving this forward for all brands under Virgin Hotels Collection.
Branson, founder, Virgin Group, said, “James is a visionary leader, and under his leadership, I am confident we will create one game-changing company. I’d like to thank Jon Brown, who has dedicated an incredible 24 years to Virgin Limited Edition. Jon had the vision and drive to turn our dreams into a reality, and he truly put his heart and soul into making Virgin Limited Edition the incredible company it is today.”
Bermingham said, “I have some huge shoes to fill in Jon’s departure, and I can only promise to ensure his legacy and give Virgin Limited Edition the same love and devotion he did—with the added opportunity to bring further growth, collaboration and innovation by bringing our wonderful brands together and ensuring they are best placed to compete in the luxury lifestyle and ultra-luxury markets.”
He added, “As if launching Virgin Hotels Collection wasn’t enough, we have an unbelievably exciting year ahead for the new collection with the opening of Virgin Hotels in New York, followed by Glasgow and then the widely anticipated launch of Virgin Limited Edition’s beautiful Son Bunyola Hotel in Mallorca’s UNESCO World Heritage Site. Thereafter, the launch of Virgin Residences Miami, as well as Virgin Hotels Denver, both in 2025.”